E-COMMERCE: 15 MOST COMMON REASONS FOR SHOPPING CART ABANDONMENT
Why do users abandon the shopping cart?
A common issue for e-commerce salesmen is the shopping cart abandonment by online users, a drop-out rate that has raised almost of 15 % in the last 5 years, passing from the 61,4% in 2010 to the 75,6% last year. How to reduce the loss of potential clients and to increase online conversions?
In today’s article we’ll analyze deeper the main reasons that push users to abandon the shopping cart and not complete the order. Once aware about the mistakes to avoid, it will be easier to improve the online sales. Indeed, according to a recent research, almost all of the abandonments can be recovered.
In particular, Hubspot has identified the 15 most common reasons why online consumers don’t complete the purchase of the selected product. Let’s see them together!
1. Website page loading too slow
One of the main reason is the slow page loading of the website and of the product catalogue: according to a survey, the 57 % of users abandons the web portal if the speed is over 3 seconds.
2. Unexpected costs
The abandon is often caused by high prices not calculated, which can regard an elevated shipping cost, or taxes and commissions not expected.
3. No payment options
Users trust more e-commerces with different ways of payments available, compared to the ones that give only one option to pay online.
4. Complicated and long check-out
If they need to pass too many steps to complete the check-out, users abandon more easily the shopping cart: remember, sometimes less is more.
5. Website bad usability
Platform usability is crucial: a complex website, in which users can’t find easily what they are looking for, has a negative impact on conversions.
6. Website not mobile responsive
As we said in the last post (link eng), the future of e-commerce is mobile: a not responsive platform for smartphone is very bad for sales, given the wide increase of purchases via mobile compared to the use of the other devices.
7. Limited delivery options
Also the lack of different types of delivery can bring the customer out of your website, for example when the faster delivery option is not available.
8. Worries about data security
Security is a very important issue when we talk about online purchases. Users are very suspicious about leaving their private data, as credit card’s ones. Not give to them secure payment options, as, for example, the possibility of using a PayaPal account, often is reflected in a shopping cart abandonment.
9. Unclear return policy
When people buy online, they want to be sure about return modalities and money back policy if the product does not match up with their expectations. You should give clear information about product return policy in order to keep clients and reduce cart abandonments.
10. Account registration required
It’s so boring when you have to sign up on yet another website and leave your personal information one time more. Users abandon easily navigation when they have to create an account to complete the purchase.
11. Lack of social consensus
The presence of reviews and comments of other users who tried the product affects much the final purchase decision: people’s opinion is a crucial factor of influence in online purchases, and the lack of consensus about a brand or a product often make users abandon the website.
12. No contact information
Consumers feel more secure if they know they can contact the company in case of problems with the purchase, so it’s better to include detailed contact information.
13. Inefficient customer care
In view of the increasing importance of the customer care in cart abandonment, provide a good assistance service is essential, especially to keep customers for future purchases.
14. Non-competitive prices
When competitors offer the same quality level with lower prices, there’s no user who remains! The online competition is high and it is necessary to propose an attracting offer to succeed in the online sales field.
15. Users who want to buy afterwards
A good practice to avoid the cart abandonment is to give always the possibility to save the selected products for a possible next purchase. In this way it’s increased the chance that not 100% sure consumers can complete the purchase in a following moment.
Now you know the most common mistakes to avoid in order to not let your clients abandon the shopping cart on your e-commerce. In the next article we’llreveil how to to avoid it in the run-up-to Christmas, when online purchasing is more frequent, so keep following us to discover how!
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